{"id":"https://openalex.org/W2785109374","doi":"https://doi.org/10.1108/dta-03-2017-0017","title":"The subjective side of DiDIY: the profile of makers in network marketers communities","display_name":"The subjective side of DiDIY: the profile of makers in network marketers communities","publication_year":2018,"publication_date":"2018-01-24","ids":{"openalex":"https://openalex.org/W2785109374","doi":"https://doi.org/10.1108/dta-03-2017-0017","mag":"2785109374"},"language":"en","primary_location":{"id":"doi:10.1108/dta-03-2017-0017","is_oa":false,"landing_page_url":"https://doi.org/10.1108/dta-03-2017-0017","pdf_url":null,"source":{"id":"https://openalex.org/S4210171756","display_name":"Data Technologies and Applications","issn_l":"2514-9288","issn":["2514-9288","2514-9318"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Data Technologies and Applications","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5113094158","display_name":"Carolina Guerini","orcid":null},"institutions":[{"id":"https://openalex.org/I2802304065","display_name":"University Carlo Cattaneo","ror":"https://ror.org/045x2ah69","country_code":"IT","type":"education","lineage":["https://openalex.org/I2802304065"]}],"countries":["IT"],"is_corresponding":true,"raw_author_name":"Carolina Guerini","raw_affiliation_strings":["Dipartimento di gestione integrata d\u2019impresa, Universit\u00e0 Carlo Cattaneo, Varese, Italy"],"affiliations":[{"raw_affiliation_string":"Dipartimento di gestione integrata d\u2019impresa, Universit\u00e0 Carlo Cattaneo, Varese, Italy","institution_ids":["https://openalex.org/I2802304065"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5046997642","display_name":"Eliana Minelli","orcid":"https://orcid.org/0000-0001-6938-985X"},"institutions":[{"id":"https://openalex.org/I2802304065","display_name":"University Carlo Cattaneo","ror":"https://ror.org/045x2ah69","country_code":"IT","type":"education","lineage":["https://openalex.org/I2802304065"]}],"countries":["IT"],"is_corresponding":false,"raw_author_name":"Eliana Alessandra Minelli","raw_affiliation_strings":["Dipartimento di gestione integrata d\u2019impresa, Universit\u00e0 Carlo Cattaneo, Varese, Italy"],"affiliations":[{"raw_affiliation_string":"Dipartimento di gestione integrata d\u2019impresa, Universit\u00e0 Carlo Cattaneo, Varese, Italy","institution_ids":["https://openalex.org/I2802304065"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5113094158"],"corresponding_institution_ids":["https://openalex.org/I2802304065"],"apc_list":null,"apc_paid":null,"fwci":1.7825,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.88742474,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"52","issue":"1","first_page":"84","last_page":"104"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9990000128746033,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9973999857902527,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12028","display_name":"Knowledge Management and Sharing","score":0.9873999953269958,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/originality","display_name":"Originality","score":0.6939603090286255},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.5650995373725891},{"id":"https://openalex.org/keywords/exploratory-research","display_name":"Exploratory research","score":0.5392128229141235},{"id":"https://openalex.org/keywords/digital-literacy","display_name":"Digital literacy","score":0.5235840082168579},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.49226513504981995},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.49163109064102173},{"id":"https://openalex.org/keywords/sample","display_name":"Sample (material)","score":0.4515088200569153},{"id":"https://openalex.org/keywords/cohesion","display_name":"Cohesion (chemistry)","score":0.4454543888568878},{"id":"https://openalex.org/keywords/marketing-research","display_name":"Marketing research","score":0.4286222457885742},{"id":"https://openalex.org/keywords/value","display_name":"Value (mathematics)","score":0.4146627187728882},{"id":"https://openalex.org/keywords/knowledge-management","display_name":"Knowledge management","score":0.3558654189109802},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.3328705430030823},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.29541391134262085},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.2530761957168579},{"id":"https://openalex.org/keywords/creativity","display_name":"Creativity","score":0.21804499626159668},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.2144530713558197},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1393788754940033},{"id":"https://openalex.org/keywords/social-psychology","display_name":"Social psychology","score":0.117778480052948}],"concepts":[{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.6939603090286255},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.5650995373725891},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.5392128229141235},{"id":"https://openalex.org/C2777646416","wikidata":"https://www.wikidata.org/wiki/Q242069","display_name":"Digital literacy","level":2,"score":0.5235840082168579},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.49226513504981995},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.49163109064102173},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.4515088200569153},{"id":"https://openalex.org/C104054115","wikidata":"https://www.wikidata.org/wiki/Q216828","display_name":"Cohesion (chemistry)","level":2,"score":0.4454543888568878},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4286222457885742},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.4146627187728882},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3558654189109802},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3328705430030823},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.29541391134262085},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2530761957168579},{"id":"https://openalex.org/C11012388","wikidata":"https://www.wikidata.org/wiki/Q170658","display_name":"Creativity","level":2,"score":0.21804499626159668},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.2144530713558197},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1393788754940033},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.117778480052948},{"id":"https://openalex.org/C178790620","wikidata":"https://www.wikidata.org/wiki/Q11351","display_name":"Organic chemistry","level":1,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C43617362","wikidata":"https://www.wikidata.org/wiki/Q170050","display_name":"Chromatography","level":1,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1108/dta-03-2017-0017","is_oa":false,"landing_page_url":"https://doi.org/10.1108/dta-03-2017-0017","pdf_url":null,"source":{"id":"https://openalex.org/S4210171756","display_name":"Data Technologies and Applications","issn_l":"2514-9288","issn":["2514-9288","2514-9318"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Data Technologies and Applications","raw_type":"journal-article"},{"id":"pmh:oai:arl.liuc.it:2468/5469","is_oa":false,"landing_page_url":"http://arl.liuc.it/dspace/handle/2468/5469","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Articolo in rivista internazionale referenziata"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Quality Education","id":"https://metadata.un.org/sdg/4","score":0.8899999856948853}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":54,"referenced_works":["https://openalex.org/W977525894","https://openalex.org/W1495086477","https://openalex.org/W1563115184","https://openalex.org/W1567377583","https://openalex.org/W1705582321","https://openalex.org/W1750352205","https://openalex.org/W1763418923","https://openalex.org/W1965153126","https://openalex.org/W1967963428","https://openalex.org/W1972183295","https://openalex.org/W1975694814","https://openalex.org/W1975931787","https://openalex.org/W1984220573","https://openalex.org/W1988289230","https://openalex.org/W1988755152","https://openalex.org/W1995599722","https://openalex.org/W1999134234","https://openalex.org/W2001386703","https://openalex.org/W2003244478","https://openalex.org/W2007538339","https://openalex.org/W2008077868","https://openalex.org/W2014766201","https://openalex.org/W2027492672","https://openalex.org/W2044744663","https://openalex.org/W2046127601","https://openalex.org/W2051379839","https://openalex.org/W2059047901","https://openalex.org/W2059319461","https://openalex.org/W2073935271","https://openalex.org/W2076139725","https://openalex.org/W2079644336","https://openalex.org/W2080305232","https://openalex.org/W2091209824","https://openalex.org/W2094452840","https://openalex.org/W2095867983","https://openalex.org/W2111031300","https://openalex.org/W2111398406","https://openalex.org/W2118816802","https://openalex.org/W2128624068","https://openalex.org/W2128991589","https://openalex.org/W2135960374","https://openalex.org/W2136944876","https://openalex.org/W2169310392","https://openalex.org/W2179492332","https://openalex.org/W2412500514","https://openalex.org/W2550145219","https://openalex.org/W2560803742","https://openalex.org/W2623494349","https://openalex.org/W2727353132","https://openalex.org/W2734575137","https://openalex.org/W2740274241","https://openalex.org/W2935009127","https://openalex.org/W3121934114","https://openalex.org/W3123817903"],"related_works":["https://openalex.org/W4328135562","https://openalex.org/W4388185474","https://openalex.org/W3166753066","https://openalex.org/W4367154464","https://openalex.org/W4327513414","https://openalex.org/W2607446648","https://openalex.org/W4242311056","https://openalex.org/W3139064098","https://openalex.org/W4381545838","https://openalex.org/W4313004919"],"abstract_inverted_index":{"Purpose":[0],"The":[1,120,247],"purpose":[2],"of":[3,12,17,38,55,78,93,110,126,150,159,185,193,197,217,241,254,268],"this":[4,142],"paper":[5],"is":[6,134,176],"to":[7,73,102,243],"focus":[8],"on":[9,113,181,220,251],"the":[10,15,36,49,52,75,80,86,91,96,104,108,127,146,157,194,198,214,221,244,252],"profile":[11,125,267],"DiDIYers":[13,39],"and":[14,51,85,107,116,169,204,231,259,271],"antecedents":[16,149],"digital":[18,43,56,153,162,269],"do":[19],"it":[20,71,100,188],"yourself":[21],"(DiDIY)":[22],"in":[23,95,129,152,170,201],"Network":[24],"Marketing":[25],"Direct":[26],"Selling":[27],"Organizations":[28],"(NMDSO).":[29],"Design/methodology/approach":[30],"A":[31],"two-step":[32],"research":[33],"design":[34],"allowed":[35,101],"detection":[37],"strictu":[40],"sensu":[41],"(i.e.":[42],"makers).":[44],"After":[45],"collecting":[46],"data":[47],"about":[48],"attitudes":[50],"actual":[53],"use":[54],"technology":[57],"(DT)":[58],"by":[59,263],"network":[60,130,202,223,233,260],"marketers":[61],"through":[62],"an":[63,66,177,239],"online":[64],"survey,":[65],"open-ended":[67],"interview":[68],"technique":[69],"made":[70],"possible":[72],"analyze":[74],"personal":[76],"characteristics":[77],"DiDIYers,":[79,186],"motivations":[81],"that":[82,88,133],"drive":[83],"them":[84],"activities":[87,262],"mainly":[89],"foster":[90],"creation":[92],"artifacts":[94],"DT":[97],"domain.":[98],"Besides,":[99],"recognize":[103],"perceived":[105],"benefits":[106,216],"impact":[109],"DiDIY":[111,151,199,218,255],"output":[112,219],"networkers\u2019":[114],"downline":[115],"firms\u2019":[117],"performance.":[118],"Findings":[119],"results":[121],"provide":[122],"a":[123,161,165,182,190,208,265,274],"preliminary":[124,191,266],"DiDIYer":[128],"marketing":[131,203,224,234,261],"communities":[132,235],"suitable":[135],"for":[136],"further":[137],"comparative":[138],"studies.":[139],"More":[140],"specifically,":[141],"exploratory":[143,178],"study":[144,179,248],"acknowledges":[145],"most":[147],"important":[148],"literacy":[154],"\u2013":[155,168],"including":[156],"awareness":[158],"being":[160],"literate":[163],"and/or":[164],"potential":[166],"appropriateur":[167],"organizational":[171],"culture.":[172],"Research":[173],"limitations/implications":[174],"This":[175],"based":[180],"limited":[183],"sample":[184],"nevertheless":[187],"offers":[189],"view":[192],"subjective":[195],"side":[196],"phenomenon":[200,275],"represents":[205],"as":[206],"well":[207],"context-bound":[209],"study.":[210],"Practical":[211],"implications":[212],"Considering":[213],"ascribed":[215],"traditional":[222],"objectives":[225],"(effectiveness,":[226],"efficiency,":[227],"cohesion,":[228],"mutual":[229],"assistance":[230],"reinforcement)":[232],"could":[236],"benefit":[237],"from":[238],"increase":[240],"attention":[242],"topic.":[245],"Originality/value":[246],"throws":[249],"light":[250],"process":[253],"within":[256],"direct":[257],"sales":[258],"defining":[264],"makers":[270],"thus,":[272],"underlining":[273],"neglected":[276],"so":[277],"far.":[278]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":1}],"updated_date":"2026-03-27T05:58:40.876381","created_date":"2025-10-10T00:00:00"}